Brand Accessibility And Visibility

I really don't remember when I came to know about brands & the intricacies that comes along with them. Intricacies???? What does that mean???Does that mean brands are a cinfusing matter which should be left to the people who understands the world of brands.

Not necessarily I would say. Brands are there since time immemorial & even common people find it very difficult to live without brands even today. Tell me a person who does not swear by brands.Take a walk around your vicinity & you will find brands everywhere,on the face of the people(Did anyone notice the cream that drips sometime from peoples' faces),on the wrist of the people(saw that expensive jwellery watch??),on the body of the people(Hello, we are talking about Van Huesen,louis Phillip) and we swear by brands even when we want to have our food(Did u rememebr someone who didn't feel a sense of pride when he or she was talking about food in McDonalds or The Taj).
This is so much for brands. But what does a brand stand for?? Does it stand for an object or an emotion or something which is so abstarct that you can only feel it & can't describe it. I don't find any reason why we can't say a brand to be an emotion or a feeling that comes when you talk about an object associated with it.

It is as simple as telling that "all the mathematics of the world are confined to just four operations. Addition,subtraction,multiplication,division.All other stuffs really don't matter".I can hear some arguments abt this proposition. But to be very frank we don't need to look at a simple object like branding in a very complex way.When we say NR Narayana Murthy what comes to our mind? A person from a middle class background can achieve anything if he has that conviction & dedication& power of honesty.When we talk about Bill Gates what comes to our mind.It pays to be different.When we talk about Mallika Sherawat we picturise someone who is unconventional,gawky,& who swears not by the social rules but by going against them.
So we can see, these people endorse some philosophies & these philosophies are marketed by them.Try to picturise what comes to your mind when you talk about The Australian cricket Team.Assertiveness to the point of being known as arrogant,Tenacity,Never Say Die attitude,Teamspirit etc etc..So a brand endorses certain philosophy you can say.A philosophy which is not endorsed by any other.That becomes the USP of the brand. All brands have an aura built around them.If they become very common then, that aura is destroyed & people no longer find it mystical & no longer people are willing to go that extra mile to get that.Don't we remember in our childhood whenever our parents denied something to us we used to put twice of our effort to get those. And I beleive, still that child is lurking in every one of us even if we are old enough to be called as a kid.So to be very honest full accessibility of a brand is a myth.

Accessiblity & visibility should be addressed differently. Make the brand visible, but not accessible to all. Let there be some mystic attached to the brand wherein people can have a sense of achievement whenever they have got access to the barnd.If this is not the case then the prestige associated with the brand will diminish in a rapid pace & time will be there when your brand will become another face in the crowd.No longer they will be special brands.They will be commodities only & you know commodities don't give higher margin. A question may arise, if you decrease the accessibility,then how are you going to adderss the profitability of the brand,because at the end of the day it matters most, how much the brand brings home.There lies the hardest part.If you really want to make a killing out of the brand make it worth the difficulties that a person has to go through to access the barnd.Otherwise a bad experience of a customer with the brand after going through all the difficulties may be more harmful to your brand.And that means you have to really put that substance into the brand which will force user to come back to you again & again asking for the feelings which might not be easy to get anywhere.